From the Trenches

The Biggest Website Mistake – You Mean I Need to Put Gas in This Thing?

Will Davis | November 12, 2009

So you’re ready to redesign your website.  Or maybe you’ve launched a new business and are designing a new site from the ground up.  Congratulations, while this is going to take some effort and involvement on your part — whether you work with an internal team or bring in a firm or specialist as a partner — it’s going to be exciting, interesting, and probably a chance for you to learn a lot.

Before you do anything though, it’s critical to have a plan.  I know those of you who regularly read Marketing Trenches aren’t at all shocked – it’s rare that we do anything without mentioning a plan.  In this case, what you really need to think about before you do anything with the website is everything that you are going to do after the website.  What do I mean by that?

Let’s face it, the days of “If you build it, they will come” are long gone.  Except with some very rare exceptions, you can’t just launch a website, lay back, and wait for prospects, customers and dollars to roll in.  So, before you even start on your new website, make sure you have planned – and budgeted – for the marketing of that website.  Make sure you have thought about marketing as an ongoing piece of the puzzle as well, not just a burst at launch for a month or two and then nothing.  Don’t think that a launch email and submitting to search engines is all you need, you need to make sure you address all your online and offline marketing channels, including a plan for search, email, and social media among others.

Too often I’ve seen it happens where clients spend a huge chunk of their budget on the website itself and have little if anything budgeted to market it.  Make sure you don’t fall into that trap, even if it means reserving some website pieces for a second phase.  Because without a commitment to a marketing plan, it probably won’t matter what content or features your website has if nobody knows about you.

Think of your ongoing marketing as the fuel for your website, powering you forward.

After all, what good is that new car if you don’t have any gas to take it out of your driveway?

Related Posts:

  • Will Davis | January 20, 2010

    Using Your Blog to Skip the First Meeting

    I was speaking with a few colleagues the other day about the different benefits of social media as a whole, and blogging in particular.  The folks in the room had varying levels of social media involvement, from no involvement at all to heavy involvement.  Each of us discussed what we hope to get out of […] read more

  • Will Davis | June 4, 2009

    Why Do So Many Companies Struggle to Track ROI and Qualify Leads?

    While the headline of this recent B to B Magazine article didn’t surprise me, the candidness behind the underlying metrics did: Study: Small companies can’t track campaign ROI, fail to qualify leads While I won’t reprint the full article, here two key pieces struck me: Nearly 63% of small-business marketers say they can’t track the […] read more

  • Mike Sweeney | November 6, 2008

    Analytics Everywhere – What’s Next?

    For the millions of us watching CNN on election night and the 6 months preceding it, the segment that was most impressive had nothing to with the 18 talking heads on set.  It was John King’s mastery of the touch screen map.  Call him the new Czar of the Telestrator (my apologies to Mike Fratello), […] read more